Developing Proposals Responding to an RFP to establish a contract.
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Transcript of Developing Proposals Responding to an RFP to establish a contract.
Developing ProposalsDeveloping Proposals
Responding to an RFPResponding to an RFPto establish a contractto establish a contract
Proposals as PersuasionProposals as Persuasion
We write proposals to persuade We write proposals to persuade audiences to act in a particular way:audiences to act in a particular way:– To fund a project (e.g. asking a granting To fund a project (e.g. asking a granting
agency such as NSF to fund your agency such as NSF to fund your research)research)
– To approve a project (e.g. asking a To approve a project (e.g. asking a manager within your department to manager within your department to approve a process modification)approve a process modification)
– To accept a product (e.g. trying to win a To accept a product (e.g. trying to win a contract for a specific job)contract for a specific job)
Elements of PersuasionElements of Persuasion
When responding to a request for When responding to a request for proposals (RFP), you need to convince proposals (RFP), you need to convince them of several things:them of several things:– That you understand the need defined by the That you understand the need defined by the
clientclient– That your proposed project meets that needThat your proposed project meets that need– That your project is viableThat your project is viable– That the benefits outweigh the costsThat the benefits outweigh the costs– That you are capable of completing the projectThat you are capable of completing the project
Bottom Line: Do the benefits (tangible and Bottom Line: Do the benefits (tangible and intangible) outweigh the costs?intangible) outweigh the costs?
Expectations: Proposal StructuresExpectations: Proposal Structures
Summary (Problem Statement, Summary (Problem Statement, Executive Summary)– Executive Summary)– – Brief statement of the need, the Brief statement of the need, the
project (scope of work), the project (scope of work), the benefits, and the costsbenefits, and the costs
– Provide the “big picture” or Provide the “big picture” or “bottom line” to someone who may “bottom line” to someone who may not read the rest of the documentnot read the rest of the document
Expectations: Proposal StructuresExpectations: Proposal Structures
Statement of Need – an Statement of Need – an explanation of why the work explanation of why the work needs to be doneneeds to be done– Contract proposals: Review of RFP Contract proposals: Review of RFP
& client-defined needs& client-defined needs– Prior work (research, archives, Prior work (research, archives,
available data)available data)
Expectations: Proposal StructuresExpectations: Proposal Structures
Project Description: Scope of WorkProject Description: Scope of Work– Design constraints: Practical matters Design constraints: Practical matters
that govern the possible design that govern the possible design optionsoptions
– Deliverables: Concrete, measurable Deliverables: Concrete, measurable outcomesoutcomes
– Justification: How deliverables meet Justification: How deliverables meet needneed
– Benefits: Why your plan is bestBenefits: Why your plan is best
Expectations: Proposal StructuresExpectations: Proposal Structures
Safety, Regulatory, and Safety, Regulatory, and Environmental ConsiderationsEnvironmental Considerations– External factors that influence the External factors that influence the
designdesign– Laws the design must conform toLaws the design must conform to– Ethical considerations that must be Ethical considerations that must be
consideredconsidered
Expectations: Proposal StructuresExpectations: Proposal Structures
Project DesignProject Design– Implementation: Project Plan Implementation: Project Plan
(phases, big picture) (phases, big picture) – Schedule: Detailed work plan (Gantt Schedule: Detailed work plan (Gantt
ChartChartProject EvaluationProject Evaluation
– Mechanisms to determine successMechanisms to determine success
Structure of Proposals (cont’d)Structure of Proposals (cont’d)
Literature ReviewLiterature Review– Provides necessary backgroundProvides necessary background– Demonstrates your understanding Demonstrates your understanding
of the problemof the problem– Reviews information necessary for Reviews information necessary for
developing effective solutionsdeveloping effective solutions
Knowing Your AudienceKnowing Your Audience To persuade an audience to act, you To persuade an audience to act, you
need to first analyze that audience:need to first analyze that audience:– Who makes the final decision?Who makes the final decision?– What is the audience’s knowledge base?What is the audience’s knowledge base?– Why does the audience care? What is their Why does the audience care? What is their
stake in the outcome?stake in the outcome?– What are the criteria (explicit and implicit) What are the criteria (explicit and implicit)
for decision-making?for decision-making?– What constrains the decision?What constrains the decision?– Is the decision merit-based or competitive?Is the decision merit-based or competitive?– What biases, values, predispositions, etc. What biases, values, predispositions, etc.
does your audience have?does your audience have?
Knowing Your ToolsKnowing Your ToolsWinning proposals rely on three types Winning proposals rely on three types
of appeals:of appeals:– Appeals to Logic … support your claims Appeals to Logic … support your claims
with the “facts” of the casewith the “facts” of the case– Appeals to Emotion … support your Appeals to Emotion … support your
claims by connecting your work to your claims by connecting your work to your audience’s value or beliefsaudience’s value or beliefs
– Appeals to Credibility … support your Appeals to Credibility … support your claims by helping the audience believe claims by helping the audience believe youyou
Tips for Developing ContentTips for Developing Content
Review all relevant documents Review all relevant documents from your audiencefrom your audience
Research information to support Research information to support both the need and the project both the need and the project descriptiondescription
Brainstorm all possible benefits Brainstorm all possible benefits and costs, and highlight those and costs, and highlight those most important to your audiencemost important to your audience
Effective Research/Design Effective Research/Design Proposals….Proposals….
Support the need for the project with a Support the need for the project with a review of the relevant literaturereview of the relevant literature
Provide a concrete set of deliverables in Provide a concrete set of deliverables in response to the needresponse to the need
Demonstrate a well-thought-out approach Demonstrate a well-thought-out approach to meeting the needto meeting the need
Give the reader confidence in the Give the reader confidence in the investigators knowledge and abilityinvestigators knowledge and ability
Clearly account for all spending requestsClearly account for all spending requests Build common ground with the audience…Build common ground with the audience…
Building Common GroundBuilding Common Ground
To reach your audience, you need To reach your audience, you need to think and write to think and write on their termson their terms::– Use your audience’s languageUse your audience’s language– Explain all unfamiliar termsExplain all unfamiliar terms– Read between the lines and address Read between the lines and address
the audience’s values as well as their the audience’s values as well as their stated needs or expectationsstated needs or expectations
Making Your Proposal ReadableMaking Your Proposal Readable Use meaningful headings and subheadings to Use meaningful headings and subheadings to
organize your textorganize your text– Meaningless: Literature ReviewMeaningless: Literature Review– Meaningful: Tillage Research in Undeveloped Countries Meaningful: Tillage Research in Undeveloped Countries
since 1990since 1990 Use lists to help highlight key informationUse lists to help highlight key information
– DeliverablesDeliverables– Critical needsCritical needs– BenefitsBenefits
Use graphics to illustrate key conceptsUse graphics to illustrate key concepts Use tables and charts to illustrate plansUse tables and charts to illustrate plans
– ScheduleSchedule– BudgetBudget
Making Your Prose ConciseMaking Your Prose Concise Go for the verbGo for the verb
– Avoid passive voiceAvoid passive voice The dog was walked by me.The dog was walked by me. I walked the dog.I walked the dog.
– Avoid nominalizationAvoid nominalization The committee makes a recommendation…The committee makes a recommendation… The committee recommendsThe committee recommends
– Avoid expletive constructionAvoid expletive construction There are five factors that influence…There are five factors that influence… Five factors influenceFive factors influence
Cut overblown phrasesCut overblown phrases– http://http://
www.wisc.edu/writing/Handbook/CCS_wordywww.wisc.edu/writing/Handbook/CCS_wordyphrases.htmlphrases.html